LinkedIn Marketing Content and Creative Design
If you still remember, I share LinkedIn Marketing Lab’s certification before? (Both study guides LinkedIn Marketing Fundamental & LinkedIn Marketing Strategy)
Approximately 3 days ago, I saw LinkedIn Marketing Solution come out a fresh course LinkedIn Marketing Content and Creative Design.
For LinkedIn Marketing Content and Creative Design, it contains 3 topics:
- Building an Organic Presence with LinkedIn Pages (30 Minutes)
- Creative Design for LinkedIn (10 Minutes)
- Building an Organic Presence with LinkedIn Pages (40 Minutes)
If you interest to explore this certification, do visit LinkedIn Marketing Labs.
LinkedIn Marketing Content and Creative Design Study Guide
Below is the list of question and answer, a study guide you need before proceed to the exam for LinkedIn Marketing Content and Creative Design certification.
Sara was recently hired to manage a company’s LinkedIn Page. Select which tactics she should explore when developing content for the Page.
Create and test new content to see which posts drive the most engagement
Collect existing content pieces that share the same theme and assemble them to form an infographic
Explore if there are any whitepapers that can be broken down into bite-sized content
Build a plan to post one video per day
Isla pitches the idea of a LinkedIn video campaign to her company’s leadership, with the goal of educating customers on a complex product. The leadership team approves the campaign, but they don’t have the budget to support a high production video. What should Isla do?
Put the entire budget into one video
Explore DIY-style videos with expert interviews and demos
Scrap the idea since she doesn’t have enough budget to execute her vision
Louisa is designing her ads for LinkedIn. What are the three main components that she should consider?
Julia is designing an organic post for her client’s LinkedIn Page. What should she keep in mind?
The content should be designed for the small, mobile, touch screen experience
The content should rely solely on stock photography to capture the audience’s attention
The content should be text-heavy
The content should echo other brands’ sentiments
Harisa is thinking about ‘Big Rock’ type of content that she can construct and deconstruct. Which two tactics would be optimal?
Create a specific set of articles about the latest product features
Collect some of her most shared thought leadership articles and turn them into a gated e-book
Make an in-depth interview with her product manager and split it in a series of short videos with quick tips
Gather all the FAQs about her new product release and create a video tutorial based on them
Purna needs help figuring out trending industry topics in her region by seniority. Which filters does she need to apply?
Which of the following is NOT a LinkedIn Page role?
Diego uses Page Analytics to understand four insights from the following list. Select which ones are correct.
What his followers are posting about
Which of his posts are the most engaging
Who mentioned, shared, or liked his Page
Which content is most relevant to his audience
Similarities and differences between his Page followers and his website visitors
Select three goals that a LinkedIn Page can help you achieve.
Generating brand awareness
Finding trending posts from competitors
Rodrigo doesn’t have access to many unique photos. What should he consider when building out his creative? Select all that apply.
Using space on stock photography to add text or keywords
Repeatedly posting the same content
Limiting the number of times he posts content
Customizing stock photography to align more closely with his brand
Carl wants to find out how his employees are reacting to his LinkedIn Page’s content. What should he do?
Access the Employee Notification’s dashboard
Access the Activity tab of his LinkedIn Page and filter by employee
Check the statistics within his My Company tab
Tomas just created his company’s LinkedIn Page. What should he do to start building a community? Select four.
Recognize employees with a personalized shoutout
Discover content trending with his audience
Create a set of posts to highlight his product features
React and comment on hashtag feeds to establish a rapport with his community
Reshare his employees’ best @mentions and LinkedIn content
How does LinkedIn define a Showcase Page?
A place to highlight regional offices
An extension of your LinkedIn Page
An individual page with fewer features than a LinkedIn Page
What strategies for your creative are recommended to make your brand recognizable in the LinkedIn feed?
Use different creatives with the same color, icon, and style in a consistent way
Place your logo in the most prominent area of the image
Use the same picture in different creatives across time, so users remember it and associate it with your brand
What are two ways you can leverage existing content for marketing efficiencies?
Reshare a tweet that has good engagement
Deconstruct a research paper into several infographics
Don’t reuse content as it will become stale
Research and write an article
Severine doesn’t have the time and resources to create as much content as she would like. Which two recommendations should she follow?
Leverage existing content and repurpose it
Customize stock photography to align with brand guidelines
Limit her strategy to echo others’ posts that she identifies with
How can you tackle your goal of driving leads through your LinkedIn Page?
By promoting your products
By uncovering and solving your community’s needs
By including a Lead Gen form in the About section
Sigmund knows that audiences today are on a fluid journey through the marketing funnel and that each person is at a different stage with a different need. What content strategy should he follow?
A consistent organic marketing strategy
An active, always-on strategy
A conversion focused marketing strategy
Aaron’s brand doesn’t have a standard font yet. Which font does LinkedIn NOT recommend he explore for his ads?
To drive engagement on a LinkedIn Page, use video because it is more likely to start a conversation than any other type of content.
Maria would like to work for a tech company, so she starts following a range of companies in that industry. Where would she go to find the company’s mission, vision, and values?
The People tab
The Products tab
The About tab
The Posts tab
Lionel was hired to design visuals for a startup company’s launch on LinkedIn. What are two LinkedIn best practices he should follow?
Use the same image in every ad to achieve visual consistency and drive awareness
Create a consistent color, icon, and style across each image to make it easier for the audience to recognize the brand
Test a range of variables at once to see which one performs best
Explore bold colors, illustrations, and photos of real people
Mari wants to get insights on what people are saying about her brand. Which tool should she use?
How are your creative design and creative strategy related?
Creative strategy is an overarching plan which influences your creative design
The results of testing your creative design dictate your creative strategy
They are two separate strategies
What is one of the benefits of using Product Pages?
The possibility to showcase stories from your employees
The possibility to sell your product directly from your Product Page
The possibility to gather product recommendations from happy customers
After creating your Product Page, it is published immediately.
Roberto’s goal is to engage new audiences. What is the best strategy to follow?
He establishes an organic content strategy on his LinkedIn Page focused on publishing content more frequently
He checks what his competitors are doing and establishes a similar, improved strategy to attract new audiences that already follow those competitors
He checks his Page insights to understand what content gets more engagement with his target audience and uses paid media to acquire new followers with similar interests
Javier is looking for quick engagement from his professional community on his company’s LinkedIn Page. Which tactic should he use?
A thought leadership piece
A Lead Gen form
Javier designed a new Carousel Ad to support his company’s new product launch. Which two actions should he take before he launches the campaign?
Ask a colleague to review the creative
Build the campaign so that he can test one variable at a time
Set up the campaign, changing the image, headline, and copy for each ad
Aditya is responsible for driving talent acquisition leveraging his company’s new LinkedIn Page. The followers consist of 70% employees and 30% potential new hires. What is the recommended content strategy?
Develop content focused solely on potential new hires and promote Lead Gen Forms
Start with engaging both audiences directly, promoting your employee culture
Create content focused solely on employees to organically spread the word
Giovanni manages all his company’s social media channels. Which two actions does LinkedIn recommend to maximize the use of his content throughout the different channels?
Use top-performing tweets as Sponsored Content on LinkedIn
Repurpose top-performing email campaigns as LinkedIn Message Ads
Duplicate the same message on all different social networks to maximize reach
Share the statistics of your LinkedIn audience on other networks
The timing and context of where the user is in their journey when they see the content is as important as the content itself.
What is the reason behind using organic content as a complement of paid media?
It is a way to substitute part of the paid media efforts with free advertising
It increases reach among new audiences that paid media cannot reach
It is a tool to gain the trust of potential customers exposed to paid media
What can Liesel do with her Page Analytics insights? Select all that apply.
Benchmark her competitors
Understand her brand’s professional community
See what people are saying about her brand
Fréderic has completed all the information on his company’s LinkedIn Page. What measurable benefit does he see?
It gives him +30% weekly views on his Page
It helps him drive 2x more leads
It increases his employee advocacy by 25%
Aria manages her company’s LinkedIn organic strategy separately from the paid media team because that leads to higher conversions and lower costs per conversion.
Farah is creating new Sponsored Content Ads and she plans to use hashtags on the paid ads. Is this a LinkedIn best practice?
No, LinkedIn does not typically recommend hashtags on paid ads because it can direct users away from the desired action
Yes, LinkedIn always recommends hashtags on paid ads because they increase engagement on an ad
Helena is rebranding a picture to add an important message, but the space on the image is limited and it doesn’t fit. What is the best decision she can make?
Reduce the font size down to 12 pixels, so the message fits in completely
Place copy over other elements in the image
Reduce the message to be more concise, using a font size of at least 16 pixels
Why is it a good idea to use the My Company tab to connect with your employees?
Because employees are a powerful advocacy tool when it comes to sharing your organic posts and expanding your brand reach
Because they can invite their professional network to be part of the My Company tab
In fact, it is not a good idea because employees can spread messages on your followers’ community that may be misaligned with your strategy
Valerie is a copywriter for a large brand. She needs to draft a few ads for an upcoming campaign. What length does LinkedIn recommend for her Sponsored Content Ad?
Less than 200 characters
Less than 250 characters
Less than 150 characters
Less than 50 characters
Less than 100 characters
On your LinkedIn Page, you can target organic posts to specific audiences.
What is the direct result of focusing only or mostly on conversion? Select all that apply.
The opportunity for a longer-term, and far greater, business impact is missed
The number of Page followers decreases
A large component of the audience journey is missed
The conversion rate increases
Joanna is struggling to find content to share on LinkedIn for her company. What are three tactics she should explore?
Leverage existing content
Consider hiring a LinkedIn Content Partner
Create new content
Ask her employees to share her content
When talking about an always-on content marketing approach, what does ‘hum’ mean?
Content intended to pique your audience interest
Easy to consume content that requires low investment
Content that requires high investment and is aligned to lead generation
Ivan knows that he needs to collaborate with different teams on messaging for his LinkedIn content strategy to be successful.
What is the metric Katharina will primarily use when she wants to understand which professional audiences are following her page?
Demographic breakdown of her followers
Trends of Unique visitors over time
Demographic breakdown of her visitors
Marcela doesn’t know how to fit her marketing goals with her organic and paid strategies. What should she do?
She should rely on paid ads for brand and demand, and leave the nurturing mid-funnel tactics to organic
She should balance organic and paid content in all stages of the marketing funnel
She should rely on paid ads for demand, and leave organic content for brand awareness and nurturing
Alicia sees that engagement with her LinkedIn ads is lower than expected. Which two strategies can she use to make the visuals on her ads different and scroll-stopping?
Use monochrome images
Add shapes to her images
Use photos of real people
Camila wants to increase her conversion rate. The best advice for her would be…
Focus on demand marketing through paid media
Mix brand and demand marketing through organic and paid media
Focus on demand marketing through organic media
How should organic and paid content work together?
They should have different purposes and your audiences should be able to differentiate when they are seeing an organic post or a paid ad
They should complement each other and create an interconnected and seamless experience so that your audiences don’t notice any difference between them
Joe is building his creative strategy. His objective is to capture the viewer’s attention and tell a story. Which two factors should he consider when thinking about the visuals and copy?
Creatives should be consistent and recognizable
Visuals and copy should have a cohesive feel
Copy should be over 150 characters
It should favor photographs over illustrations
LinkedIn recommends you do NOT leverage the same content across your paid and organic strategies.
Debora is setting up her full-funnel content strategy. Should she spend time analyzing her LinkedIn Page followers’ demographics first?
Yes, it is a way to identify content that is more relevant for her potential customers
No, her followers do not necessarily fit with her ideal customer profile, so this information can be misleading
Is auditing your existing content one of the first steps you should follow when setting up a full-funnel strategy?
When posting Articles for Pages, what are two best practices that LinkedIn recommends?
End with a poll
Keep the post shorter than 500 words
Create visual interest with rich media
Add bulleted lists or short sections to make content easier to consume
Creating a LinkedIn Page is the best way to…
Build an organic strategy as a substitute for paid media
Directly target your organic content to new audiences beyond your followers
Build a professional community and connect with it in an authentic and scalable way
Astrid has just created her company’s LinkedIn Page. Which of the following best practices would you recommend that she follows as she ramps up her organic posting? Select all that apply.
Include several call-to-action buttons on each post
Include videos and pictures
Select three tactics that LinkedIn recommends you do to achieve better results in your marketing strategy.
Hyper-target your audience as much as you can
Identify what content you already have that fulfills the needs of your audience
Align internal teams
Make your goals SMART
It devalues your brand if you reuse existing or top-performing content to repurpose it as organic content on your LinkedIn Page.
Joseph recently launched his startup, and he’s considering creating multiple Showcase Pages to promote his individual products. Would LinkedIn recommend this?
Yes, Showcase Pages are great to highlight different business lines, brands, and initiatives
No, this approach would likely lead to over-fragmenting
Including faces in your visuals will help your creative stand out.
When thinking about copy, which two strategies are recommended to stand out in the feed while providing value to users?
Start with a clearly actionable statement
Create lengthy thought leadership pieces that go into depth on a particular topic
Use clickbait copy in the first 150 characters
Keep each creative to a single message
Select three things that could happen when you pair organic and paid content.
You can diversify your efforts on different marketing goals
You increase your overall reach
Your audiences are +61% more likely to convert
Your cost per conversion is reduced by 12%
On the Page Analytics dashboard you can check the member profile of each specific follower as well as the aggregated followers’ demographics.
What are three things that people can find in the Page Posts tab?
Your boosted posts
Your paid ads
Your live events
Your organic posts
Yousef just created his startup’s LinkedIn Page, but he cannot decide what type of content and how often he should post. What would be a good first step?
Define his goals
Copy what others are doing
Wait until the Page has 500 followers and then ask them what they would like to see
Ellen is setting up her team’s admin access for their LinkedIn Page so they can create, manage, and boost organic posts. Which two admin options could she select?
Alexandra is creating her company’s LinkedIn Page. What should Alexandra do prior to creating a LinkedIn Page?
Define her goals to inform her content strategy
Let her Page build a follower base of customers before she makes her first post
Start posting immediately
Start a two-way conversation based on the hashtag feed
Which two actions can you perform on your Product Page?
Add a ‘Purchase now’ button
Invite users to write recommendations about your product
Feature your customers
Louisa would like to do an analysis of her followers on her LinkedIn Page. Which tool should she use?
Liling needs to drive consideration. Select two types of content she should consider using.
Bruno wants to see who is mentioning his brand on LinkedIn. What should he do?
Access the Analytics dashboard of his LinkedIn Page and checks users’ engagement
Type his brand name in the LinkedIn top search box
Check the Activity tab of his LinkedIn Page and filter by mentions
Fabio’s goal on LinkedIn is to nurture his current clients. What should he do?
Check how many of them follow his brand on LinkedIn. Then, invite the rest of his database to follow his LinkedIn Page and use organic content to engage with them
Check how many of them follow his brand on LinkedIn and are involved in the buying process. Then, use a combination of organic and paid media to move them through the funnel
Use a poll to identify which of his Page followers are current clients. Then, use a strategy of organic content to nurture them with tailored content
Which elements does LinkedIn recommend you use to make your imagery stand out AND maintain consistency? Select all that apply.
Jordan wants to create more content that ‘hums.’ Which tactics should he explore?
News, industry POVs, company culture, blog posts
Infographics, whitepapers, videos, playbooks
Annual reports, research papers, industry insights
Which of the following expressions make your copy relatable and can compel a user to click? Select all that apply.
‘We are experts…’
‘Discover a new opportunity…’
‘We hope you like our solution…’
When thinking about your ‘shout’ content campaign, you may want to use… Select all that apply.
Alfred is thinking about including video in his content strategy. What are three ways that you would you recommend he use it for?
Sales pitch videos
One-size-fits-all approach videos
Pre, during, and post events coverage
Once you complete the exam, you will earn a LinkedIn Marketing Content and Creative Design certificate.
Hope the above exam dump does help you pass your exam. Good luck!